NEWS

Rakuten to close Play.com and launch new website

Published on: 18th August 2014

Rakuten, which bought Play.com for £25m in 2011, is planning to shut down the site in March next year and will redirect traffic to Rakuten.co.uk, which it will launch in October this year. play-com300

Marketplace Rakuten.co.uk will launch on the same platform as the rest of the Japanese retailer’s site as part of a move to “global borderless shopping in the future”.

Rakuten plans for merchants on the marketplace to sell to customers worldwide from the Rakuten.co.uk site. It will launch a large-scale multichannel campaign to coincide with the Rakuten.co.uk launch. Existing Play.com merchants are invited to register their interest to move to Rakuten.co.uk and new monthly plans will be put forward with variable category commissions.

The site will have easy-to-use personalisation tools, allowing merchants to personalise their online shops with branding, categories, products and stories, and create exclusive offers that they can promote through their own email database.

Rakuten.co.uk will also have a Super Points loyalty scheme to encourage repeat purchase.

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